The startup phase of your business can feel frenzied and
overwhelming as you set up your operations and market like crazy to
get clients. And once you get that roster of clientele, your sole
focus becomes providing them the best products and services. Of
course, before long you'll have to find the right balance
between serving your old clients and marketing to new ones.

"It doesn't have to be anything complex-just write down
exactly who you're targeting and what you're
offering," says business consultant Kimberly Stevens of
Ask the
Biz Coach in Crofton, Maryland. "[It's about] figuring
out the solution to the problem that the market has vs. trying to
be everything to everybody."

Stevens notes that while it's tempting to relegate marketing
duties to the back burner when you have new clients clamoring for
attention, you must still work them in somewhere. Plot out in
advance the marketing steps you intend to take, and schedule them
in bite-size morsels, such as setting aside two or three hours to
make cold calls, attend a networking event or write a sales letter.
Give these marketing appointments the same priority you would a
client meeting-you wouldn't put something that important off or
fail to reschedule it if something came up, she says.

It also helps to take a closer look at how much time you'll
need to do your client work. Stevens says entrepreneurs often have
trouble balancing their old clients and new contacts because they
set unrealistic timelines. Keep in mind you'll be doing both
marketing and back-office duties, so create your deadlines
accordingly, she says.

Entrepreneurs who are really pressed for time should pursue
two-for-one marketing ideas, which serve existing clients while
helping you find new ones. "For every industry, there are
centers of influence-people who already have a relationship with
your target audience," says Stevens. "Target people who
can [do] double duty as a center of influence."

For example, a Web designer who targets other small-business
owners as customers could market his services to a small-business
accountant. The accountant's Web site and verbal recommendation
could then help the entrepreneur garner new clientele from the
accountant's roster.

Entrepreneur , founder of PM Studios, a music industry educational
service in Boca Raton, Florida, is quite familiar with double-duty
marketing. He's built his business by offering clear incentives
to existing customers who bring in new clients. A former media
exec, Ruttenberg, 40, knows the importance of word-of-mouth and
says he has never taken out an ad-and never will. "I actually
[give incentives] and pay my current customers to act as pied
pipers."

He even asks his clients exactly what they'd like for
incentives-and then grants their wishes, which vary from discounts
on services to gift certificates for spa getaways. "It works
like a charm," he says. "It was slow at first, but after
a while, if you treat them correctly, they will spread the
word." His business, which he started in 2002, has seen quick
growth because of this strategy, and today, he expects to gross
2004 sales in the six figures.

Whatever marketing methods you choose, remember that balance is
the key. Don't let feast or famine become your routine-strive
for balance now, and you'll keep old clients happy while
gaining a steady stream of new ones.

OOPS, THEY DID IT AGAIN

Kimberly Stevens of Ask the Biz Coach in Crofton,
Maryland, has seen entrepreneurs make some big snafus while
striving to balance old clients with new contacts. Let this be your
guide to what not to do:

Don't approach your marketing plan haphazardly. You
can't wait for new clients to come to you, even if you're
doing great with the old ones. Schedule times to do specific
marketing tasks. "If you push away marketing," says
Stevens, "you're not going to grow in your
business."

Don't forget to track your marketing results. Since
your time is at a premium, it's foolish to continue to market
in ways that aren't effective. Track exactly how many clients
come in from each marketing tactic, and use only the ways that are
most efficient.

For each tactic you try, "Ask yourself: How much time did
you invest in it, and how much did you get out of it?"
suggests Stevens. "How much money did you invest, and how much
did you generate from it?"

Don't be afraid to ask for help. "A lot of
people don't know what they're doing when it comes to
marketing, so they avoid it," says Stevens. Admit you need
guidance in this area, and proactively seek help-be it from books,
classes or advisors. Realize it's a critical aspect of your
business-akin to sales-so commit yourself to it. It will pay
off.